Search results
Results From The WOW.Com Content Network
Similarly, critics argue that most of Lazarsfeld's findings pertain to learning factors involved with general media habits rather than the learning of particular information. [19] [20] However, Lazarsfeld's two-step hypothesis is an adequate description to understand the media's influence on belief and behavior.
This theory was first introduced by sociologist Paul Lazarsfeld et al. in 1944 and elaborated by Elihu Katz and Lazarsfeld in 1955. [ 1 ] The multi-step flow theory offers a larger range of interaction between opinion leaders, information sources and audiences than the two-step model, which argues that information flows from mass media directly ...
Paul Felix Lazarsfeld (February 13, 1901 – August 30, 1976) was an Austrian-American sociologist and mathematician. The founder of Columbia University 's Bureau of Applied Social Research , he exerted influence over the techniques and the organization of social research .
Merton [6] distinguishes two types of opinion leadership: monomorphic and polymorphic. Typically, opinion leadership is viewed as a monomorphic, domain-specific measure of individual differences, that is, a person that is an opinion leader in one field may be a follower in another field.
Paul F. Lazarsfeld Center for the Social Sciences The Lazarsfeld Center, the oldest of the ISERP centers, is the catalyst for new research through its sponsorship of workshops, seminars, and conferences. The center is well known for playing a central role in the development of social network analysis and relational sociology.
Bernard Reuben Berelson (1912–1979) was an American behavioral scientist, known for his work on communication and mass media.. He was a leading proponent of the broad idea of the "behavioral sciences", a field he saw as including areas such as public opinion. [1]
Herta Herzog-Massing (August 14, 1910 – February 25, 2010) was an Austrian-American social scientist specializing in communication studies.Her most prominent contribution to the field, an article entitled "What Do We Really Know About Daytime Serial Listeners?", is considered a pioneering work of the uses-and-gratifications approach and the cognitive revolution in media research.
Communication theories vary substantially in their epistemology, and articulating this philosophical commitment is part of the theorizing process. [1] Although the various epistemic positions used in communication theories can vary, one categorization scheme distinguishes among interpretive empirical, metric empirical or post-positivist, rhetorical, and critical epistemologies. [13]